Social media for non profits

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Social media for non profits

  1. 1. Internet Marketing That Works™
  2. 2. Internet Marketing Solutions Internet Marketing That Works™ COGO - leading provider of internet marketing expertise Headquartered in Herndon, VA Expert online marketing strategy Clients in b2b, b2c, non-profit Full-service internet marketing consulting 25+ years in marketing, management, business development Copyright 2010 Cogo Interactive, LLC All Rights Reserved
  3. 3. Internet Marketing Solutions Internet Marketing That Works™ Services Expert Internet Marketing Strategy Email Campaigns Social Media Marketing & Policy Search Engine Optimization Blog Development Multimedia - YouTube videos - Podcasts - CDs/DVDs - Online training tools
  4. 4. Internet Marketing Solutions Internet Marketing That Works™ !"#$%&'%(')%$"*+,%'-%."/+%(')%"/#0%1'2*#3%4/&*#5 Copyright 2010 Cogo Interactive, LLC All Rights Reserved
  5. 5. Internet Marketing Solutions Internet Marketing That Works™ Technical Overwhelm?
  6. 6. Internet Marketing Solutions Internet Marketing That Works™ Demystifying Social Media You don’t have to be everywhere to make it work! Each network is different Start with small steps Adapt & adopt Begin where you are
  7. 7. Internet Marketing Solutions Internet Marketing That Works™ The Future is Digital! Baby boomers (1946-1964) • Digital Immigrants • Aging, Retiring • Fastest growing demographic are women 55+ • 79% believe social media tools are not being used enough Generation X (1965-1980) •Digital Native •Learned to navigate the slow-to-change workplaces Generation Y (Millennials) (1981-1997) •Digital Native •High comfort level with technology •Will make up half the workforce by 2014 •Not as apt as Gen X to put up with inefficient ways •Our future customers, clients, employees Generation Z (after 1997) •Will enter workforce soon •More of the same +++ Source: Pew Research Report
  8. 8. Internet Marketing Solutions Internet Marketing That Works™ You won’t make money using Social Media! You make money by working with people who know you like you trust you Social Media helps to build these relationships building credibility providing value
  9. 9. Internet Marketing Solutions Internet Marketing That Works™ Social Media Builds Strong Partnerships Strengthens credibility Business partners appreciate you staying abreast of the latest trends Strengthens existing relationships Conversational Builds trust Forging connections with digital generation
  10. 10. Internet Marketing Solutions Internet Marketing That Works™ Social Media is a Prospecting Tool Twitter - search.twitter.com: research conversations, make contact with like-minded people, tweet about wins, ask for donations, invite to opt-into lists Linkedin - find decision makers, research specific companies, research competition, create a group and invite prospects and volunteers Facebook - gather background info, connect informally with volunteers & donors Blogging - positions you as the cause expert, allows you to invite prospective donors to “guest” blog
  11. 11. Internet Marketing Solutions Internet Marketing That Works™ Social Media is a Communications Tool Linkedin - use “Q&A” feature to answer specific questions, recruit volunteers, create a page for your organization Twitter -raise awareness for cause, get staff & volunteers to advocate! Facebook - use “Events App” to invite donors, volunteers to upcoming events, brag about wins, awards Blogging - differentiate from other organizations, great for SEO - provide fresh, timely content Foursquare - have co-sponsor include signage at locations, give away branded items like buttons,
  12. 12. Internet Marketing Solutions Internet Marketing That Works™ Social Media can Motivate Supporters Make sure you are using social media to ask and call out for volunteers A successful campaign motivates by asking supporters to vote, join other platforms, donate money or share content. Mention that your organization would be good a good reference Are you pitching the social aspect of volunteering with your organization (meet new friends online and offline)? Are you giving them good reason to want to volunteer on your website, and then using social media sites correctly to drive them to that page?
  13. 13. Internet Marketing Solutions Internet Marketing That Works™ 5 Steps to Social Media Success Begin with a strategy Find your target market Deliver valuable content (90/10) Capture their information Stay in touch
  14. 14. Internet Marketing Solutions Internet Marketing That Works™ Understanding Facebook Social platform of about 500 million users About building relationships Find new customers (women heavy users!) Build awareness B2C Fastest growing demographic are women 55+
  15. 15. Internet Marketing Solutions Internet Marketing That Works™ Understanding Twitter Friendly, conversational micro-blogging tool Post/status update in 140 characters Not how many followers, how many “retweets” Works like an email blast/press release Not an ad billboard Great way to connect with media Build relationships with volunteers, donors
  16. 16. Internet Marketing Solutions Internet Marketing That Works™ Understanding LinkedIn Business-oriented networking site Great way to reach self-employed Stay in touch with connections Network with business alliances Search tool great for lead development
  17. 17. Internet Marketing Solutions Internet Marketing That Works™ Start a Blog Quick, easy addition of new content Builds awareness and trust Helps with search rank Makes you the “perceived expert” Share tips, resources, insights, trends, tools Ask donors, other stakeholders to “guest blog”
  18. 18. Internet Marketing Solutions Internet Marketing That Works™ Flickr Social photo-sharing network Strengthens search optimization of website Upload quality photos of your completed events Can be embedded within web, blog Use your web site address as your Flickr screen name Assign your website address as a tag on each uploaded photo
  19. 19. Internet Marketing Solutions Internet Marketing That Works™ YouTube 2nd largest search engine behind Google Powerful because it connects the prospect emotionally Strengthens search optimization of website Search engines love to rank videos high on pages Upload videos of your events, testimonials Engaged visitors on web site = lead
  20. 20. Internet Marketing Solutions Internet Marketing That Works™ What to Measure Measure, Measure, Measure Clicks Donations Donor prospects Keyword ranking Track using custom URLs
  21. 21. Internet Marketing Solutions Internet Marketing That Works™ Remember to integrate!
  22. 22. Internet Marketing Solutions Internet Marketing That Works™ Connect and Automate Publish and repurpose using social media tools Monitor several social sites at once Monitor tags or keywords Monitor any mention of your name or business Maintain multiple accounts Set up Hootsuite & integrate with Ping.fm Tweetdeck is another app that allows you to publish 1x Nutshell mail brings summary of social network updates in 1 email
  23. 23. Internet Marketing Solutions Internet Marketing That Works™ Post to different social media
  24. 24. Internet Marketing Solutions Internet Marketing That Works™ Blog feeds to all media
  25. 25. Internet Marketing Solutions Internet Marketing That Works™ Streams
  26. 26. Internet Marketing Solutions Internet Marketing That Works™ How much time is involved? Direct relationship between how long using social media and the weekly time commitment For beginners with social media, was two hours per week Those who have done a few months - time spent jumped to 10 hours Those who have been doing sm for years - 20+ hours each week Source – Social Media Magic
  27. 27. Internet Marketing Solutions Internet Marketing That Works™ How much time is involved? Spend 1-5 hours a week participating and “listening” in to social media 5-10 hours a week creating content Set time limits - always the risk of spending too much time Grow your network selectively and steadily Learn how much activity you can manage Source – Social Media Magic
  28. 28. Internet Marketing Solutions Internet Marketing That Works™ How Often Publish and schedule ahead using Hootsuite Blog 1x/week (Tuesday - Thursday, 1p - 3p) Tweet every 6 hours Post to Facebook 1x/day Post to LinkedIn 1x/day Valuable/Updated often = SEO!
  29. 29. Internet Marketing Solutions Internet Marketing That Works™ Ingredients for success! Update content and keywords No selling – listen, solve problems Extend reach Answer questions – help others Consistent exposure Be where your customers are Track your efforts Keep it real Get started!
  30. 30. Internet Marketing Solutions Internet Marketing That Works™ Drive Traffic to Site Call-to-Action Content- Website Valuable Convert Visitor to Lead Credib Form Database Capture Lead Direct Convert Lead to Donor Retain, Recruit, Reactivate
  31. 31. Internet Marketing Solutions Internet Marketing That Works™ It’s Time to Leverage the Power of Social Media! Set up a “share” badge on all pages so members/donors can share the good will Keep supporters updated on progress with images on Flickr, posts on Facebook, tweets After a poll/vote, ask users to broadcast their selection to their Facebook friends Add “Volunteer” & “Donate Now” links to all social media sites, blog, website Add volunteer testimonials to your website, blog and FB page Blog regularly to distinguishes you from your competitors Focus on 1-2 actions – measure, change, start again
  32. 32. Internet Marketing That Works™ www.cogoresults.com facebook.com/cogoresults peg@cogoresults.com linkedin.com/pegmcdermott www.thecogoblog.com @cogomojo 703.885.8406 twitter.com/cogomojo

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